Mary Wallace is Director, Marketing Automation at UBM Tech, the global leader in business information and technology media. Working with hundreds of clients and thousands of UBM Tech marketing programs, Mary is responsible for the design, development, and implementation of innovative client and marketing campaigns. Mary’s focus is on increasing revenue and performance through the use of strategic marketing models and processes that leverage marketing and sales automation solutions. Mary employs her technical, business, and marketing expertise to create processes that proactively analyze and improve campaign and content effectiveness, automate nurture emails to deliver the right message at the right time, and segment and standardize prospect database and audience for optimum performance.
Imagine an ice cream parlor that offered a ‘hot fudge sundae,’ but the ice cream they served wasn’t smothered in rich dark chocolate. It doesn’t matter how beautifully displayed the dessert is – the bowl gets pushed to the side because it’s less than what had been anticipated. Leads in a nurture program react exactly this way to emails that promise value and don’t deliver on it. Continue Reading →
B2B companies need to build relationships with the 65-70% of website visitors who are not ready to buy, but will eventually purchase a product from them or their competitors. Lead nurturing helps to change these visitors into customers by building a relationship through the exchange of valuable information over a period of time. How big a role does content play in a program’s ROI? Find out! Continue Reading →
The buying cycle for complex B2B products and services has fundamentally changed. No longer are salespeople involved in the entire sales process from awareness to purchase. In many cases the buying process is conducted mostly online. Businesses are increasingly dependent on their marketing teams to hold conversations with leads via email. As a direct result of this … Continue Reading →
Lead scoring programs take the guesswork out of the business of marketing by systemically uncovering who is most active and, most importantly, who is ready for sales. In this presentation, you will discover the value of a lead scoring program and see how to build a program that works for your organization. Continue Reading →